How to Test Your Internal Communications Podcast

Last updated 2nd of April 2020

Author Lisa Hartwell

How to Test Your Internal Communications Podcast

With everything that has been going on in the world, Part3 of our series on Internal Communications podcasts, which grew out of a CommsChat on Twitter, has been a little delayed. However, the topic is quite appropriate as many organisations are seeking ways to reach their employees who are now working from home. The third topic we are going to look at is how to test your internal communications podcast and the best way to get started.

Starting Your Podcast Channel

We suggest you begin with a small, tight demographic. Consider aligning with a specific internal comms campaign, which will give a reason for a new channel to start and for employees to listen. If your audience proves receptive to the channel, then you can grow and expand your podcast offering from there.

How to Test Your Internal Comms Podcast?

There are many ways to test and gauge feedback for your podcast. Set up a listener panel and review the audio with panellists. Listen together and then invite feedback on what they did and didn’t like, what they felt worked, what they might like to be done differently. 

Accumulating stats can depend on the platform (or platforms) you use to deliver the podcast. Even with definite listener figures, input from a panel gives context and areas for improvement and development.

Paul and Martin discuss this topic further and give tips on the equipment needed to get started:

 What Did the Other CommsChatters Think?

Sarah Moffatt said, “Get the 'why' am I doing this nailed down. Seek out interesting people who've done interesting things in support of your narrative. Listen to other podcasts, narrow down the ones you like - and be really honest, why do you like them? Will help with the initial process."

CommsChat replied, “I agree, especially on the 'why'- you never want to make it seem like you're doing a podcast just because. It must add greater value.”

Debbie Aurelius, who as director of Peppermint Fish is no stranger to creating podcasts, responded to our comment on aligning with a specific campaign: “Totally agree with this - and if you can find a campaign with a heart - where you can capture genuine emotion and a genuine sense of pride - you’ll give your #podcast a great start.”

She also responded to a second comment from Sarah Moffatt, on accepting this will be a learning process, with, “Great point from @projectmoffatt - don’t expect perfection straight away - be prepared to have a go, listen to feedback and improve. Being adaptable means you’re more likely to find what your audience wants than trying to be perfect.”

Chuck Gose, host of the ICology podcast, said, “Play around with many concepts but ultimately pick the one you (the host) is comfortable with and enjoy. That’s what will matter most”

An Ongoing Process

Overall, the feeling was that however you begin, and whoever your podcast is aimed at, it’s important to be sincere, be prepared to adapt and see it as a work in progress, making changes depending on your audience and their feedback.

In our next blog post in this series, we'll look at distribution of your internal comms podcast

You can find the previous posts in this series at:

Internal Communications Podcasts: CommsChat Q&A

How to Decide on a Podcast Structure

You might also enjoy reading:

5Ws and an H of Internal Business Podcasts

Is it Time to Create an Internal Corporate Podcast?

5 Benefits of Using Podcasts for Internal Communications


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